Do you know how your fans are finding and purchasing tickets? You may be surprised at the answers. In today’s post, we are going to take a look at a recent article from INTIX - New Study Shows How Performing Arts Fans Search For, Find and Purchase Tickets.
In this article, the author goes into detail on the Performing Arts Ticket Buyer Media Usage Study, surveying ticket buyers across North America.
Here are some of the key takeaways from the study and our analysis on the results.
1. 79% of respondents say they’re most likely to purchase tickets online
This is an important statistic. It is absolutely essential that your venue allows your audience to purchase tickets on your website and that this purchase experience is smooth. Far fewer survey participants stated that they prefer to buy tickets by phone (12%) or in-person at the box office (7%), lending further credence to the fact that you need to offer an excellent web purchase experience for your audience.
Additionally, nearly all respondents (95%) purchased tickets online in the past 12 months and 37% of those bought with a smartphone. This highlights how important it is for your website to be mobile responsive, so that people have a smooth mobile browsing experience and can easily buy tickets that way as well.
Selling online also provides other revenue opportunities for your venue. By adding upsells for things such as drinks and parking in the checkout process, you can increase your average order value. Additionally, the ticketing industry average donation attach rate is 15% online versus 3% for phone sales.
With all this in mind, it’s important that your venue is doing whatever it can to provide an optimal online purchase process for your audience.
2. Older ticket buyers are more likely to read magazines and newspapers, but are also active in digital channels
Email and online media consumption are strong across all age groups. In fact, 93% of 65-74 year olds and 83% of 75+ year olds access news from online sources. Additionally, Facebook is used by a large chunk of those in the older age groups, with 58% of 65-74 year olds using the social media network at least once per week and 44% of 75+ year olds doing so.
What does this mean for your organization? It means that you need to be cultivating and engaging with your audiences in digital, regardless of the age makeup of your audience. Use your social media channels, newsletter and email marketing to keep people informed of shows at your venue and drive ticket sales. To support this, post content regarding programming to your social media channels, allow online ticket buyers to opt-in to email communications and use popups and forms on your website to collect more email addresses for your newsletter.
3. Ticket buyers look for content about upcoming programs when they go to an arts organization’s website
The top reason why people go to arts organizations’ websites is to get information on upcoming shows (with 77% of respondents), followed closely by purchasing tickets (74%).
You want to inspire your audience to come visit your venue and see a show. Content is king in this case and having an appealing website will go a long way towards building audience excitement and getting people to see a show.
Provide a rich content experience on your website. Use images, video and compelling copy to entice your visitors to purchase a ticket for an upcoming show.
Once you have a rich content experience, analyze the data on your website. Look at metrics such as pageviews and time on page to see which content is doing the best job of engaging your audience. Conduct A/B testing to see if any changes that you make to your content or layout have any impact on driving sales or engagement.
To summarize all of these key takeaways, user preferences are certainly shifting more towards digital, even in older age groups. With this in mind, your organization needs to do everything it can to ensure that it provides an excellent web experience that makes it easy for your audience to engage and purchase tickets. Our advice is for you to use rich content, digital marketing and upsells to drive greater revenue and engagement for your organization.
Need help delivering an excellent digital experience to your customers? OvationTix provides you with the platform that you need to increase revenue and engage with your audiences, as an all-in-one ticketing, CRM and fundraising platform designed to support your mission. To learn more about what OvationTix can do for you, schedule a demo with us.
Data source for this article: Capacity Interactive Performing Arts Ticket Buyer Media Usage Study